Methodology for creating popular Tik Tok videos!

Everyone has basically entered the Douyin channel and is doing it. You will find that whether it is live broadcasting or video selling, the demand for hot videos is the core. How to continuously and efficiently produce hot video content is a common pain point. Here we also organize the content and share it with you~

Today's content will focus on the following three points:

1. Routines and replicable creation methods for short videos that promote products

2. Process-based creation process of hot-selling short videos

3. Visual expression methodology of short videos promoting products

1. Routines and replicable creation methods for short videos that promote products

The first step to making a good video is imitation. The public account Juliangxue synchronizes the latest hot products in the industry every week. This is especially true for products that have been verified by the market.

Step 2: Copy hot-selling products and peers, and learn from the hot-selling forms for cross-category application . Maybe the products in the hit video are not in our category, so can we extract elements from the hit video and use them in our category? When imitating and learning from others, students should not only look at the benchmarks in their own category, but also take into account the excellent videos in the entire industry.

Step 3: The director’s thinking is not to write the script but to copy the script . "Plagiarism" is immediate. After we stand on the shoulders of giants, what we need to do is to surpass them and finally form our own explosive thinking.

1.1. How to discover hot-selling products from peers?

You can refer to these four methods to discover the best-selling products of your peers:

1.1.1 Use official free platforms such as Tons of Creatives . Massive creative advertising is divided into information flow advertising, massive advertising, live broadcast advertising, and native advertising. We generally refer to information flow advertising. The core of the reference is not to copy the information flow advertising script, but to think about the main selling points of the information flow of the corresponding category. These selling points are likely to be selling points verified by the platform. Through such analysis, we can find the direction of video creation more accurately and avoid blind guesses.

1.1.2 Quick product selection, the most convenient third-party material screening . The data captured by Kuaixuanpin is larger than that of Hudaichuangpin. We can find content that is not included in Hudaichuangpin on Kuaixuanpin.

1.1.3 Follow on TikTok . By following the Douyin accounts in the same category and using the Douyin recommendation algorithm, we can discover the latest hot-selling products in the same category, and also collect the hot-selling products of the same industry that are not on the list.

1.1.4 From the peer popularity rankings of third-party tools such as Douchacha , we can see the popular videos in the category.

1.2. How to copy after discovering a hot product?

This table can help you quickly organize the logic behind the video's popularity.

We need to focus on analyzing the main selling point and its visual expression . The main selling point may be a product feature or an event or festival. It is the point in the video that impresses consumers, such as gifts for Women's Day, products from the same factory as Apple's OEM factory, etc.

After listing the selling points, we need to use the director's camera language to present them. Sometimes we may find that even if we imitate 1:1, the effect may not be very good. At this time, we have to consider whether it is because of the actors and the costumes and props.

With the help of such a table, we can analyze the reasons why a hit video becomes a hit. After analyzing multiple hit videos in the same industry, we will find the common points of these hit videos. These common points are our dominant direction when creating videos.

1.3. Deep Learning of Popular Videos

Imitation is the fastest way to follow the hot videos. Next, I will introduce the dimensions of pixel-level copying. If you want to imitate the hot videos more comprehensively and deeply, there are several dimensions that you need to pay attention to:

Actors: Pay attention to the actors’ appearance, costumes and memorable expressions . When the video content and lines are the same, the actors can often affect the final presentation of the video. The actors' costumes, hairstyle, makeup, etc. are all elements we need to take into consideration.

Music: Pay attention to the popularity of music, its practicality and its integration with the product . Maybe when we pay attention to these materials, the music is a hot topic at the moment and can obtain natural traffic. If we imitate it after the popularity of the music has passed, the effect will definitely not be as good as before.

Rhythm: golden three seconds, keep people interested at the beginning, design of speech speed and sound effects . Among them, it is easy for everyone to overlook the sound effect design. For example, sound effects often appear frequently in food videos, such as the sound of saliva and the sound of tearing open a packaging bag. Properly matched sound effects are a plus for the video.

Texture: light and shadow texture and picture color, whether the picture adds points to the product . This is the basic requirement for the video, and the director needs to focus on the details in this regard.

Account: The label degree of the original account, whether it has a personal setting, whether there is any advertising, etc.

2. Process-based creation process of hot-selling short videos

For the creation of product copywriting and scripts, we can refer to the following links: 1. Find the product information position; 2. Set the opening attraction point; 3. Find the key decision-making link; 4. Sort out the conversion logic chain; 5. Add an action instruction letter.

2.1. Product information

What is product information position? It means thinking from the user's perspective about what points of the product really influence the user's purchasing decision. It should be noted that product information position is not the same as selling point .

For example, when it comes to electric toothbrushes, the first thing that comes to our mind is the vibration frequency, the softness of the brush, etc., but these are not the points that impress users. If consumers already have an electric toothbrush, these points will no longer motivate users to buy it. At this time, the product information should be compared with other similar products. Product differentiation is what really impresses consumers , such as the brush head being different from the traditional brush head, etc. Only by finding the right product information position can you set the conversion logic, otherwise it will just be a simple piling up of selling points.

Here we would like to introduce to you the information positions of several types of products, that is, the core reasons why consumers buy such products. Other factors are not the fundamental reasons that affect consumers' decisions. What needs to be particularly pointed out is that price is the information position of all products. If the price-performance ratio of our products is higher than that of other similar products, then price must be the most applicable information position .

2.2. Attraction point at the beginning

Next, let's take a look at how to set the opening attraction point. There are several ways to set the opening attraction point:

Attraction point 1: Ask questions . This is probably the method we use most often, “Have you ever had this experience…” In the absence of a brand premium, how do we make our products more attractive? That is to create differentiated novel experiences and unique information for users. Only after attracting users at the beginning, do we have the opportunity to introduce other selling points of the product.

Attraction point 2: Threat warning . "I regret buying XXX now", "Don't buy this XXX" are almost universal attraction templates for all categories.

Attraction point three: hit the pain points directly . We can also attract users by listing their pain points and then introduce our products. For example, "All girls understand these embarrassing moments" and "The biggest fear when using sunscreen before putting on makeup is that it doesn't dry out and looks fake white."

Attraction point 4: Generate curiosity. When we can’t find product information space, we have to force additional information space for the product, which is especially important for new brands. For example, "Someone actually said that I look like a famous star"

Attraction point five: emotional value . This attraction usually applies to old brands or domestic brands . For example, "The pride of domestic products XXX", "The era of domestic XX has finally arrived", "Many people are asking if the old brand XX is still there"

Attraction point six: problem solving . The core of this type of attraction is to give the product functions that it does not have or to give the product corresponding functional points in different scenarios. It should be noted that the scenario we set must itself have traffic , and this type of product is usually a high-frequency product with low decision-making costs and average order value. We need to compare whether our products meet this feature. For example, "The reason why boys are sloppy has been found", "The reason why your girlfriend always ignores you has been found", "The solution to XX has been found".

Attraction point seven: Affordable prices . Price discount is a universal attraction and is often used in brand activities. For example, "This brand is really crazy, they have great discounts", "You don't buy when there are promotions, and you think it's too expensive when there are no promotions."

Attraction point eight: scenario requirements . You can also put the product information into life scenarios. For example, "Be sure to prepare a bag of dried apricots when watching TV series", "It's better to make some lazy dishes than to order takeout after get off work", "Do XX when you are alone".

Attraction point nine: gift-giving direction . Setting up gift-giving scenarios can attract users who are not product users . "Who says boyfriends don't need gifts? They just say one thing and mean another", "Gifts for boys don't have to be expensive, but they have to be the right ones."

Attraction point 10: Trust endorsement . Bringing out stars and celebrities as endorsements at the beginning is also a common attraction for all categories. “XX celebrities are all using XX”, “XX celebrity’s recommendation is indeed yyds”, “XX recommended by my bestie is really useful”.

2.3 Decision-making key links

To find the key links in decision-making, you can start from three perspectives: user group, purchasing group, and content attention group.

Most product materials are designed from the perspective of the user group, that is, who will use the product? Our material logic will be based on their perspective and will impress them .

In addition to the user population, the purchasing population is also worthy of attention. Beauty products with high unit price can target the purchasing population , such as Valentine's Day, International Women's Day, etc., to create a gift-giving scene and influence male consumption decisions.

Another category is people who pay attention to content. The key to converting this type of people is to first attract traffic and then convert it . Taking health products as an example, we can use the aphrodisiac effect to attract traffic, but we need to pay attention that if the traffic is attracted by utilizing materials such as human weaknesses and traffic passwords, the conversion effect depends on the fit between the product and the material .

Some users may just like the content we produce but will not buy the products. This is particularly prominent in the trendy toy category, but such users can also drive up data . Only when the video stands out can it attract more consumers. For creators who use natural traffic, we need to add content attributes to the video .

Here are some tips to help you achieve SOP:

2.3.1. To match the target population portrait , you can refer to the following table for analysis.

2.3.2. When exploring product selling points, you can consider the region, crowd, concept, patent, sentiment, price, material, appearance, craftsmanship, source, endorsement, brand, efficacy, celebrities, and service . The following are examples from different angles for your reference.

It should be noted that Douyin ads are different from ads on other platforms. When other platforms seek celebrity collaboration, the higher the quality of the copy, the better the spread. However, Douyin is different. Instead of letting the cooperating celebrities say a lot of fancy copy, it is better to let them directly recommend the products in order to give users more direct information .

The key decision link is the selling point of the product, and the conversion logic chain refers to the logical attributes of the product copy . Action instruction letters are divided into explicit and implicit ones. For example, clicking on the lower right corner, purchasing discounts through live broadcasts, etc. are all explicit action instructions; implicit ones can be similar to telling me what little surprises you have found after using it for fourteen days, or in home products, the house is rented, but life is your own.

3. Visual expression methodology of short videos promoting products

First of all, we need to make it clear that the core of creating short videos that sell goods lies in visual expression .

If the product's average order value and decision-making cost are relatively high, copywriting logic may be easier to acquire customers, and multiple touches may be required to complete the conversion. For products with low average order value, the picture should be more important than the copy. Visual impact is always more impressive than text. Effective visual expression can allow users to get the information we want to express as quickly as possible .

For example, for ginseng tea products, we all know that powder is more easily absorbed by the human body, but we still need to add the complete ginseng element when expressing it visually, because users cannot directly see the ginseng in the powder. However, if we add complete ginseng to the video, the visual impact will be stronger, and users will naturally associate it with ginseng in the powder.

The logic of visual expression is to visually differentiate the selling points that are not differentiated in themselves. Therefore, when launching a product, you need to consider whether the product can be expressed visually.

The above are some aspects that can be expressed visually. Of course, these points need to be used in combination in video creation.

3.1、Best-selling Case Analysis-Elementary

There is such a trend in Tik Tok now. The overall quality of video materials is constantly improving, the number of brand-related videos is increasing, the official materials are no longer big-character posters, and many sales videos also have high-quality content attributes. A hit start can only bring temporary traffic. If we want the video to bring long-term traffic, we need to take into account the content logic .

Here is the core of the primary packaging we have summarized for you:

The product quality is excellent, and the quality is highlighted with the help of external forces.

Product selling points are packaged visually to make full use of the images;

Fully reflect the product quality, appearance, and use effect. To reflect the quality, use the testing method; to reflect the appearance, pay attention to the shooting quality, high-quality and beautiful picture sense;

3.1. Hot sale case analysis - intermediate

The large stack of RMB at the beginning is visually impactful enough and is also an implicit action instruction. The product quality is highlighted by having the eggs shattered by the speakers, which is very impressive. (The video cannot be downloaded, you can click the link to view it)

When you imitate a hot product, you must conduct a comprehensive analysis from multiple dimensions, not just one of the routines. Here is the core of the intermediate packaging we have summarized for you:

Use external forces to enhance trust endorsement, so that consumers can believe in the product strength, thereby generating interest and dispelling doubts;

Use scene marketing, psychological hints, and best-selling products to stimulate consumer desire and guide users to place orders.

Mining user pain points, matching usage scenarios, creating resonance through copywriting design, and bringing up and solving problems;

The appearance is just, and the high-quality picture shooting highlights the appearance of the product, enhancing the product usage scenario experience and product display.

3.1. Hot sale case analysis - advanced

Products with high unit price do not necessarily need to be matched with copywriting. High-quality videos can also bring good results. This video creates a good atmosphere and emotion and successfully promotes the product.

If our products have a high average order value and we want to focus on brand effects, we can refer to these videos. Referring to the logic of hot-selling products in other categories and applying it to your own category can increase the possibility of your video becoming popular. Here is the core of advanced packaging we have summarized for you:

Copywriting skills, digging out brand stories, digging out founder stories, seeking emotional identification from consumers, "telling good stories about the glory of domestic products", "telling good stories about not forgetting the original intention", "telling good stories about healthy quality", "telling good stories about positive innovation", "telling good stories about appearance and justice", "telling good stories about idealism"···

Create stories that are suitable for selling products, be good at utilizing the high-volume scripts in the industry category, and at the same time produce high-quality outputs that can both attract user interest and convert users to guide sales. Copywriting skills and directing skills are key.